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The Catch-22 of Modern Marketing Campaigns: ‘We Are Targeting Our Way to Oblivion’
At Variety's Entertainment Marketing Summit, executives from legacy studios, streamers, TikTok and Google kept returning to one idea: authenticity.
Those stats underscore the issue that vibrated underneath just about every panel at the April 24 event: The methods for capturing audiences’ attention are proliferating at an exponential rate, while many consumers — especially Zoomers and millennials — have grown increasingly allergic to the perception that they’re being sold something. “All of us need to move away from this myopic view of demographics and start thinking more about who these people really are and how to have an authentic connection with them,” said Darren Abbott, Hallmark’s chief brand officer, in the opening roundtable. A perfect case study of this catch-22 was the discussion of “ Wicked.” In one panel, Universal Pictures domestic marketing chief Dwight Caines said that the Broadway musical’s “rabid fan base” wasn’t enough to justify the two-film franchise’s $300 million budget, let alone set up the upcoming “Wicked: For Good” for success.
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